BMW is set to give significant facelifts to its existing electric (EV) and internal combustion (ICE) lineups, aligning them with its new Neue Klasse design language.
The iX3 is the first model to adopt this new styling direction. According to BMW design chief Adrian Van Hooydonk, the design will gradually extend across the brand’s entire range, with updated EVs, ICE models, and even future M performance cars expected within the next few years.
Key Elements of Neue Klasse Design
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Minimalist styling with clean surfaces
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Reduced use of chrome and exterior trim
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Slimmer, more proportionate kidney grilles
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Two grille variations: upright for SUVs, wider and flatter for sedans
Van Hooydonk also acknowledged that the oversized grilles on current BMWs were designed to appeal primarily to the Chinese market. The Neue Klasse look, however, is intended to resonate with a broader global audience.
Despite sharing the same design DNA, BMW emphasizes that each model will retain distinct visual traits and characteristics, ensuring individuality within a unified family design philosophy.
Neue Klasse design will also be seen on the i3 sedan due next year.
Avoiding the ‘Russian Doll’ Approach
Van Hooydonk emphasized that while BMW models will share a family resemblance, they will not all look identical.
“We want to give each of our products their own character, and that’s truer today than ever before, because each of our products will encounter different competitors in their segment,” he said.
Rejecting a cookie-cutter approach, he added:
“We offer a family resemblance, but it’s not Russian dolls. That’s been the secret to our success, and we will continue in that vein with the Neue Klasse family.”
Neue Klasse for M Performance Cars
The new design philosophy will also shape future BMW M cars. While the overall look remains minimalist, these high-performance models will retain a more expressive and dynamic character compared to the rest of the lineup.
“M cars are faster and more dynamic, and that’s what their design should express,” Van Hooydonk explained. “But even within that, there will be a sense of restraint—something we began with the i3 and i8, and continued with the i4 and iX. Now, this approach will be applied across the portfolio.”
Longevity and Value
The design chief also highlighted that clean, timeless styling will benefit customers in the long run.
“If you do a very clean design, it will probably last longer. That’s good for our customers, as it supports resale value, and we are also aiming to extend the life cycles of our products.”
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